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Agua de Madre

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Agua de Madre is a delicious, invigorating water kefir, traditionally brewed in small batches in London. Naturally low in sugar, this sparkling beverage offers numerous health benefits derived from the fermentation process. It is packed with billions of live cultures which means it is great for your gut.  The name “Agua de Madre”, pays homage to the “mother” culture used in fermentation.

To capture the invigorating essence of this drink we created branding where vibrant colours and nostalgic typefaces jostle together. The playfully overlapping ‘stickers’ effect evokes childhood joy, hinting at time spent with our own madres.

While Agua de Madre is low in sugar and sophisticated in taste, it is a soda-style drink. To reflect this, we used familiar, playful fonts and bright, vibrant colours, setting it apart from alcohol and kombucha.

Nicola Hart, Founder, Agua de Madre, quote: ‘Chris’s rebrand has captured all that I was aiming for when I created Agua de Madre; the excellent design work has brought out the retro feel and the fun, elevating it beyond the classic to add a super edgy contemporary spin.’

CREDITS:

Client: Agua de Madre
Design & Creative Director: Chris Chapman
Creative Director: Xander Hart
Designer: Anya Landolt
Photographer: Addie Chinn
3D Designer: Seb Hartzell
Director & Animator: Caitlin McCarthy

EmergentX VI

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EmergentX transforms disruptive tech into functional solutions to problems. So we made a variable identity that transforms from weird/abstract into legible/functional.

Working with Modern Type and Metis Foundry Typographic Alliance we made a variable font that transforms from an abstract state to a legible one. This allows any digital touchpoint containing the font to easily animate. It also allows for a lot of interaction — particularly on the website: emergentx.org

Client: EmergentX
Agency:Adam&eveDDB
Type: Modern Type and Metis Foundry Typographic Alliance
Web Developer: Zachary Bishop
Animator:  Jack Collis
Sound Design: Aaron Taffel

2023

Institute of Contemporary Arts

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ica rebrand branding design
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ica rebrand branding design
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ica rebrand branding design
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ica rebrand branding design
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ica rebrand branding design
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A group of us helped the Institute of Contemporary Arts (ICA) with a new visual identity and campaign to celebrate their 75th anniversary. 2022.

Thanks to Rebecca Lewis, David Kolbusz, Beatriz Cóias, @abcdinamo, @jcollllis, Philip Vile, The Hub London, The artists, photographers and organisations who gave us permission use their images and words as part of the campaign, and the team at the ICA for their support and help in making this a reality.

Amazon Books

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Client: Amazon; Agency: Droga5 London; Role: creative direction of social and OOH assets.

Campaign called “That Reading Feeling Awaits,” which gives life to the invisible magic that happens inside our imaginations when we read – inspiring readers to read more and get more out of what they read.

Photographer: Spencer Murphy; Illustrators/Artists: Anton Hjertstedt, Sam Lyon, Fantasista Utamaro, Joseph Mehuish, Alex Valentina, Thomas Burden, YONK, Mat Voyce, Patrick Savile, Nick Kempton, Jordan Harrison, Eva Munnich, Romain Braccini, Jae Yeon Kim, Loulou João, Studio Private, Dan Woodger, Electric Theatre Collective; D5 team: Matt Hubbard (CD), Hannah Stewart, Matteo Alibiso, Tim Larke, Katerina Gharraph, Tom Elias, Laura Kidd, Chris Russell, Ahmed Ellabib, Pete Heskett, Jen Knox, Michael O’Brien, Rob Wicksteed, Paul Callaby, Nik Coomber; Year: 2022

 

Coal Drops Yard

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Client: Coal Drops Yard; Agency: Droga5 London; Role: Design and creative direction; Artists, illustrators and photographers: Rosie Matheson, Flora Maclean, Straton Heron, Catherine Losing, Aleksandra Kingo, Maisie Cousins, Martin Parr, Jay Cover, Jack Sachs, Alva Skog, Nicolas Burrows, ManvsMachine, Anton Hjertstedt, Kyle Platts, Lucy Kirk, Charlotte Trounce, Sophy Hollington, Zoë More O’Ferrall, William Luz, Dan Woodger, Iwona Pinkowicz, John Sturrock, Anastasia Chebotareva (CSM), Charlotte Chowdhury (CSM), Harim Harz Park (CSM); Designers:  Matteo Alabiso, Tom Mattison, Year: 2018

Coal Drops Yard represents a new type of experience-led shopping. The visual identity and launch campaign are designed to showcase a variety of experiences — both commercial and non-commercial. The site itself has retained the arches from its original use as Victorian London’s coal store. The identity uses these shapes to literally frame or house everything you can find there — retailers, history, culture, community, spaces and even the people who built it. And as the space itself encourages serendipitous ‘real world’ social collisions, the design is ever-changing, always unexpected.

The Tide

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Client: Greenwich Peninsula. Agency: Droga5. Year: 2019. Role: Creative Direction. Designer: Steph McArdle, Christian Sexty.

We developed the name, brand identity and launch campaign for London’s first cultural riverside ‘linear park’ on Greenwich Peninsula: The Tide. We wanted to encourage novelty-seeking Londoners to explore the pathway and its surroundings. The launch was based around promoting Turning Tides Festival — an event showcasing the types of experiences people will come to associate with The Tide.

Always different, always in transition, the fluid logomark represents the changing environment of Greenwich Peninsula — and the different ways Londoners can make use of this new space.
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DUMMY was an evolving online and IRL platform that has been discovering and supporting visionary music artists from across the globe for decades. DUMMY inspired the founding of DMY Artists, a record label, apparel range and live events brand that provides fair artist-friendly distribution and publishing for independent artists;  And this in turn led to the creation of Do Music Yourself, a self-publishing platform for the wider music creator community. There was a need to clarify the relationship between these separate offerings under a unified DMY brand. DMY needed consistent branding that was reflective of all aspects of what the brand does.

We created a new visual identity for the brand around the idea of ‘turning up the volume on artists’ — a truth that applied to all aspects of what DMY did.

The music of the artists we love is always better when it’s as loud as possible. And this idea of increasing volume is at the heart of our visual identity. We have visualised full volume by expanding the letterforms in the DMY logo to the edge of legibility — as loud as it will go. By adding visual volume to graphics it can show a ‘dialling up’ from ‘normal’ to ‘full volume’. This is an expressive behaviour we can use to create responsive interactions that convey the energy DMY has for artists and their music. The solid ‘high volume’ forms also have the functional benefit of being easily legible over imagery and footage — meaning the artist’s work doesn’t need to be darkened or reduced in any way for legibility.

Year: 2020-22. Role: Creative Direction; Senior Designer: Oli East; Junior Designer: Anya Land; Animation: Rob Wickstead; many thanks to the wonderful Tim Larke for making everything happen, and to our supportive client Paul Benney.

Illuminated Seance

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We seek that connection,
Touch the glowing screen
Tell us which direction,
Ask the ghost in the machine

Image 02 photograph credit: Nadia Lee Cohen

Karma Kitchen

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Client: Karma Kitchen. Agency: Droga5. Year: 2019. Role: Creative Direction. Designer: Millie Tyler. Photography: Maisie Cousins

A playful identity that’s inspired by all the ingredients of a successful kitchen —equipment, ingredients, and creative energy — all coming together.

 

 

Chris Chapman is a Designer working
across advertising and brand design.
Contact: chris@chapbook.cc Linkedin.